流媒体 East: Branded Video Tips for 葡萄树 and Instagram
If short-form video isn't already a part of a company's social media marketing plan, it should be. That's what 流媒体 contributor Jose Castillo said in his 2014东流媒体 “Instagram vs . Instagram”. 葡萄树: Hands-on with Social Video Apps." The question isn't whether or not to use these apps, but rather, which one to use.
Instagram was born in October 2010, as a photography app, and acquired by Facebook in 2012 for $1 billion. It claims to have 200 million active users as of March 2014, 并提供过滤器, 标签, 地理标记, 私人信息, 社交分享, and the ability to create 15-second videos.
葡萄树, on the other hand, was born in June 2012, and acquired by Twitter in October of the same year. It officially launched in January 2013, and has 40 million registered users as of August 2013. It offers channels, 标签, a TV mode, 地理标记, 私人信息, and 社交分享. The big difference between it and Instagram is that 葡萄树's videos are only 6.5秒长.
Many big brands are already in the short social video business. Taco Bell unveiled its Cool Ranch Dorito Taco in a 葡萄树 video, Castillo said. Bristol Motor Speedway employs a person who does nothing but create 葡萄树 and Instagram videos to give fans behind-the-scenes access to the races.
在 Grapestory, Gary Vaynerchuk enlisted 葡萄树 "rockstars" -- people with big followings and lots of hits -- to help brands create great social video. One of the Grapestory's biggest success stories was GE's Six Second Science 葡萄树s, which encouraged users to send in videos of short science experiments.
For those just starting to use social video, Castillo offered few general tips:
- Pick one platform and do it well
- Ask the audience create content for the brand
- 使用别人的内容
- 像人一样说话
Despite the big numbers touted by these services, 葡萄树 and Instagram are much smaller, more intimate communities than sites like Twitter or Facebook. That makes it easier to break through the noise and reach consumers. Companies that use these tools well will stand out in the crowd.
Watch the full presentation below:
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